Advertising Parts of a Print Advertisement Print Advertisements

Advertising

Parts of a Print Advertisement

Print Advertisements • Any type of advertising that is in written format, such as: • • Newspaper ad Magazine ad Billboards (outdoor advertising) Transit ads (buses, bus stations, bus stops, taxis, trucks)

Main Parts of a Print Ad • Headline • Illustration • Body Copy • Signature

Headline • A strong statement which includes the major selling point • Must grab the reader’s attention • Must be short (no more than 7 words) • Example: EAT MOR CHIKIN

Illustration • Reinforces the headline • Shows how your product works or what it looks like • Must grab the reader’s attention • Example: Chick-Fil-A Cows

Body Copy • Text that persuades the reader to buy your product • Must be interesting • Must tell the reader something that he/she wants to know.

Tag-Line • Summarizes your product or the philosophy of your company • It should encourage the reader to act, i. e. to go and find out more and buy the product.

Company Details • • • Name Address Telephone numbers Fax E-mail address Logo

AIDA An ad will only have a few seconds to influence someone, so a good ad uses the following formula: • A - Attention (Awareness): attract the attention of the customer. • I - Interest: raise customer interest by demonstrating features, advantages, and benefits. • D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. • A - Action: lead customers towards taking action and/or purchasing.

Spoiling Ads • Clutter – If you fill the space full of words and pictures, people will be put off reading it. Small writing is difficult to read. • Jargon – Difficult words and long sentences put people off • Facts & Figures – No one wants to read a boring load of facts and figures. Use the minimum to get people interested.

c AFLAC When AFLAC when 10 years old, only 13% of U. S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising clutter 1999: AFLAC developed the “duck” campaign to enhance brand awareness Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run

Comparative advertising can be extremely persuasive 16 - 15

Media planners for Absolut vodka work with creatives to design ads targeted to specific audiences. The ad at left appears in theater playbills. 16 - 16

Marketers are increasingly using alternate forms of media to reach their target markets. What other examples can you think of besides those shown below? 16 - 17

Reddi Wip is one product whose media strategy includes heavy ad expenditures prior to Thanksgiving. What types of products would benefit from a media flighting strategy? Flighting term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item 16 - 18

Definition Public Relations: § Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 16 - 19

Public Relations Functions Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development 16 - 20

Public Relations Role & Impact of Public Relations § Advantages: Strong impact on public awareness at a lower cost than advertising v Greater credibility than advertising v § Publicity is often underused § Good public relations can be a powerful brand-building tool 16 - 21

Public Relations Tools News Speeches Corporate Identity Materials Mobile Marketing Special Events Written Materials Audiovisual Materials Public Service Activities 16 - 22

vs. According to textbook which is the better print ad?

Which Samsung ad grabs your attention? Why?

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- any activity designed to create a favorable image of a business, its products, or its policies. 28